More Fun in the Philippines

The Department of Tourism (DOT) has launched a new brand campaign in a bid to attract more foreign visitors to the Philippines.  The new campaign with the line “It’s more fun in the Philippines” focuses on the country’s core strength, which is its people.  “Our strategy is simple: while other countries invite you to observe, Filipinos can promise a more heartfelt and interesting experience. Wherever you go, whatever you do in the country, it’s the Filipinos that will complete your vacation and will make your holiday unforgettable,” said Tourism Secretary Ramon Jimenez Jr.

Focusing on the country’s core strength, the campaign singles out what no other destination can offer – and that is the Filipino people.  Secretary Jimenez said the new campaign would help the country bring in 4.2 million tourists this year and 10 million visitors by 2016.

The campaign was developed by advertising agency BBDO Guerrero.  Tour operators and businessmen have expressed support for the new campaign, which is simple and can easily be understood.   The Management Association of the Philippines said the new Philippine tourism campaign slogan is an exciting first step to creating a strong Philippine national brand.  MAP encouraged Filipinos to support the DOT campaign since "the best ambassadors of the Philippine brand will always be the Filipino people."